Customer Service: What It Is and How to Implement It in Your Company (2023)

Customer service is a crucial aspect of any business that deals directly with customer complaints and negative feedback. However, it goes beyond just addressing issues; its primary goal is to solve customer problems and deliver a satisfactory experience, thereby increasing customer engagement. In this article, we will delve into the concept of customer service, explore its differences from other customer-facing roles, and discuss how to implement it effectively in your company.

Understanding the Differences: Customer Service vs. Other Customer-Facing Roles

Customer service is often misunderstood and confused with other customer-facing roles such as help desk, customer success, and general customer support. To clarify these differences, let's explore each of these activities:

Customer Service vs. Help Desk: Help desk teams are responsible for providing information, technical support, and handling procedures related to IT, telephony, pre-sales, and post-sales. While customer service departments also assist customers with technical issues, their primary focus is on delighting customers through personalized and intimate communication. The objective of customer service is to strengthen relationships and improve customer retention.

Customer Service vs. Customer Success: Customer success teams ensure that customers achieve their desired goals when they purchase a product or service. Their purpose is to develop strategies to address customer pain points throughout the contract period. On the other hand, customer service professionals offer support to customers with technical needs, using a friendly and approachable communication style. While customer success focuses on long-term problem resolution, customer service prioritizes the quality of the customer experience.

Customer Service vs. Atendimento ao Cliente: In Portuguese, "atendimento ao cliente" translates to "customer service." However, the term is often used to refer to reactive customer support, where companies respond to customer requests after they have initiated contact. In contrast, customer service aims to proactively address customer needs without requiring them to open a support ticket. This philosophy is centered around satisfying customers, increasing engagement levels, and enriching the overall customer experience.

The Benefits of Implementing Customer Service in Your Company

Now that we understand what customer service entails, let's explore the key advantages of investing in this strategy:

1. Builds a Positive Reputation: A strong customer service department helps resolve customer issues and leaves them more satisfied. This leads to an increase in brand promoters, improved performance in satisfaction surveys, and an impressive Net Promoter Score (NPS). Positive word-of-mouth marketing is invaluable in the B2B industry, and customer service plays a crucial role in achieving it.

2. Enhances Customer Loyalty: Companies that listen to and address customer frustrations work towards improving the relationship and strengthening the bond between the buyer and the seller. With a solid connection, the likelihood of higher conversion and retention rates significantly increases.

3. Increases Perceived Value of Products/Services: Through customer service, customers can see more value in the product or service they have purchased. The department is responsible for resolving any doubts or technical difficulties that customers may encounter after the purchase. Additionally, customer service teams handle complaints and strive to find the best solutions to problems, further enhancing the perceived value.

4. Creates a Competitive Advantage: While the customer-centric culture is gaining popularity, few brands are truly prepared to offer effective customer service. By investing in this strategy, your business can differentiate itself in the market. Moreover, since one of the objectives of customer service is to listen and address negative feedback, it becomes capable of identifying weaknesses and improvement opportunities in the product or service. This allows you to identify points of dissatisfaction and enhance the overall customer experience.

Implementing the Customer Service Strategy

To successfully implement a customer service strategy, consider the following pillars:

Pillar 1: Building a Competent Team: The first step in making customer service work is to assemble a team of highly skilled professionals who possess in-depth knowledge of customer service techniques and your product or service. Familiarity with sales techniques can also be beneficial. These professionals should be able to transform negative feedback into insights and propose short, medium, and long-term improvement plans. Critical analysis and a holistic view of the business are essential skills.

Pillar 2: Integrated Communication: Customer service departments should establish effective communication channels with other departments such as marketing, sales, and logistics. The purpose of this collaboration is to understand the underlying causes of customer complaints and find viable ways to resolve issues efficiently.

Pillar 3: Utilizing Helpful Tools: Adopting tools that facilitate the daily work of customer service professionals is crucial. For example, a CRM software can help the team record calls, track customer complaints, and ensure smooth handling of customer inquiries throughout the support chain. By leveraging technology, you can minimize the risk of human error and information loss.

The Synergy Between CRM and Customer Service

A CRM system can further enhance the performance of your customer service team. It allows you to centralize various communication channels and monitor the team's performance in real-time. Additionally, it enables you to filter and analyze key information about customer interactions, generating personalized reports. Here are some additional benefits of using a CRM system:

1. Workflow Automation: Automating operational processes streamlines the workflow, enabling professionals to focus on strategic matters that truly impact business results and customer satisfaction. With automated processes, the customer service team gains a broader perspective, bringing transparency and rationalization to operations. This, in turn, increases the chances of developing plans that align with long-term business goals.

2. 360-Degree Customer View: A CRM system provides a comprehensive view of customers, acting as a single source of truth. Through the platform, you can identify which products or services the customer has already purchased, whether they have encountered technical issues in the past, and their overall satisfaction level. This level of personalization improves the quality of conversations and helps identify opportunities for cross-selling and upselling.

3. Reliable and Secure Data: Technologies like Salesforce help you develop a secure customer service team by providing a robust software infrastructure capable of aggregating and generating reliable information. With the convenience and intelligence of cloud computing, you can maintain complete control over privacy, data monitoring, and updates. This accessibility ensures that registered members can access the information from anywhere.


In this article, we explored the concept of customer service, its differences from other customer-facing roles, and the benefits of implementing it in your company. We also discussed the pillars of successful customer service implementation and the synergy between customer service and CRM systems. By prioritizing customer service and leveraging the right tools, you can enhance customer satisfaction, build a positive reputation, and gain a competitive advantage in the market.

Remember, customer service is not just about resolving complaints; it's about delivering exceptional experiences that keep customers engaged and loyal. Implementing a customer-centric approach can transform your business and drive long-term success.


Top Articles
Latest Posts
Article information

Author: Kerri Lueilwitz

Last Updated: 10/09/2023

Views: 5518

Rating: 4.7 / 5 (67 voted)

Reviews: 90% of readers found this page helpful

Author information

Name: Kerri Lueilwitz

Birthday: 1992-10-31

Address: Suite 878 3699 Chantelle Roads, Colebury, NC 68599

Phone: +6111989609516

Job: Chief Farming Manager

Hobby: Mycology, Stone skipping, Dowsing, Whittling, Taxidermy, Sand art, Roller skating

Introduction: My name is Kerri Lueilwitz, I am a courageous, gentle, quaint, thankful, outstanding, brave, vast person who loves writing and wants to share my knowledge and understanding with you.